Thalia Hernandez
Jul 4, 2023

How to use HubSpot to optimize your Inbound Marketing strategies

Software Development
Optimizing Inbound Marketing Strategies with HubSpot: Step-by-Step Guide
Thalia Hernandez
Jul 4, 2023

How to use HubSpot to optimize your Inbound Marketing strategies

Software Development

HubSpot to optimize your Inbound Marketing strategies

Currently, traditional digital communication techniques based on Interruption Marketing are being questioned in most sectors, while inbound marketing, consisting of attracting people voluntarily, is developing exponentially. Find out what HubSpot inbound marketing is and how it can help your business attract, convert, and retain customers. Start improving your marketing strategy today!
Let's get started!
CasandraSoft Tech Solutions

HubSpot to optimize your Inbound Marketing strategies

Currently, traditional digital communication techniques based on Interruption Marketing are being questioned in most sectors, while inbound marketing, consisting of attracting people voluntarily, is developing exponentially. Find out what HubSpot inbound marketing is and how it can help your business attract, convert, and retain customers. Start improving your marketing strategy today!
Let's get started!

Inbound marketing has become a key strategy in the digital age, and Hubspot has established itself as one of the most effective tools in this field. But what exactly is Hubspot and how does its inbound methodology work?

What is HubSpot?

HubSpot is a software platform that includes all the necessary tools to apply the inbound marketing methodology. In addition to being easy to use, it offers premium service and support to help businesses master inbound marketing and help grow.

Web platform

The design, creation, and maintenance platform of the web is very solid and, what is more important, it is designed to build a website oriented to the buyer persona.

Your content optimization (COS) system can create a website that offers different content and conversion paths to different buyers, based on their web behavior history.

Email Marketing

Email marketing

Email Marketing is a powerful tool to achieve business objectives, which is why HubSpot offers one of the best email marketing engines on the market. It incorporates marketing automation workflows, action triggers, and a great analytics tool.

Also, unlike many other solutions, it has a strong approach to managing lists and contacts.

Social networks

The social promotion engine can be configured for automatic or manual posting and for multiple threads or just one.

Allows you to schedule posts in advance. It also allows you to monitor and listen to what is said on social networks about previously defined topics.

Landing pages

HubSpot provides all the tools you need to create engaging, high-functioning landing pages, along with corresponding calls-to-actions (CTAs), that drive and convert traffic.

You can also redirect email recipients to landing pages so that, once there, they sign up and then guide them through a predefined workflow.


Hubspot campaigns are a very useful tool for any business looking to implement effective marketing strategies. This platform offers a detailed analysis that allows you to evaluate the performance of the campaigns and determine which strategies work best. It also provides comparative reports that help identify the best-performing pages and offers, as well as the most effective traffic sources. You can keep track of your campaign budget and campaign ROI in one place.

Hubspot CRM


The platform has all the necessary analysis tools to determine which strategies are effective and which are not. Among these tools is the ability to view a list of prospects who have visited the website but have not registered, which is especially useful for sales teams who are networking or developing their own leads, as it allows them to make Track visitor activity.


The tool allows you to create comparative graphs that show results month by month or quarter by quarter. You can easily see which pages and offers are performing the best and, as inbound marketing evolves, identify the best-performing traffic sources.


HubSpot CRM's functionality is powerful enough to be highly useful as a stand-alone application, but it becomes even more useful when you combine a website and analytics functionalities.

This provides the sales team with, among other things, real-time alerts when a potential customer visits the site. And unlike most other CRM solutions, which prioritize administration and reporting, HubSpot focuses on making the sales force more productive and effective.

Do not forget to keep in mind that when it comes to a CRM the importance of CRM hygiene and how to take care of it.


Finally, because no one system can do it all, HubSpot has built seamless integrations with numerous vendors and systems that support lead generation and marketing programs, including Gmail, Outlook, Mailchimp, and more.

Inbound Marketing

Inbound Marketing: What is it and how does it work?

Inbound marketing is an approach focused on delivering relevant and valuable content to your potential customers, rather than interrupting them with invasive advertising. The idea is to capture their attention and earn their trust throughout the buying cycle.

In this sense, the objective of inbound marketing is to apply a methodology that allows you to attract ideal customers, retain them, build loyalty, and convert them into promoters of your brand.

For this, it is essential to know the buyer personas, that is, the profiles of your ideal clients, and offer them quality content through different channels, such as social networks, email, etc.

4 pillars of the inbound methodology

1. Attract

One of the basic principles of Inbound Marketing is not to go out looking for prospects who don't need your product, but to put yourself in front of those who are already looking for it. Before generating those valuable leads, you need to first think about how you are going to drive the right traffic to your website.

Remember that inbound focuses on offering assets that educate and guide prospects so that, when they feel ready, they buy your product or service.

2. Convert

The next step in the Inbound Marketing pillars is to make sure you have a way to capture traffic and convert it into leads in order to get contact information from your visitors.

We know that often they will not give you information freely; Therefore, what you need is to offer something of value in return, which is proportional to what you ask for. For that, Premium or additional content works very well, such as electronic books (ebooks), technical documents, registrations for seminars or webinars, etc.

When you provide your visitors with quality content that is aligned with their interests, you will have a higher chance of converting them into leads. We refer to all formats: blogpost, videos, infographics, quizzes, ebooks, and everything that your creativity tells you!

Remember that your consumers will only give you permission to communicate with them if they know they are going to gain something valuable in return. In the words of Seth Godin: "The advertiser has to compensate users, explicitly or not, for paying attention to their messages." Offer valuable content and a personalized experience to grow more and better.

3. Close

Now that your website is a lead generation factory, it's time to take those leads by hand to your sales team to convert them into paying customers. At this stage, Marketing Automation comes into play, which consists of implementing techniques in the middle and at the bottom of the sales funnel, to -in an automated way- achieve closing sales.

It is made up of the following techniques: Lead Scoring and Lead Nurturing, which basically consist of classifying leads to identify who is closest to the purchase. In this way, they are delivered, in an automated way, content according to the stage of the buyer's journey.

4. Delight

It will depend on this step that your business scales and that those customers who bought your product choose you again and eventually become ambassadors of your brand. The idea here is to keep them coming back by sending more personalized offers of value.

At Impulse, for example, we send out emails and newsletters just for our clients. They receive exclusive offers, discounts, premium content, and more that we know they really value.

Inbound Marketing Strategies

Hubspot inbound marketing offers a wide variety of tools that allow your company to apply effective inbound marketing strategies. Some of these strategies include:

  • Content creation: Blogs, e-books, infographics, videos, etc.
  • SEO: Optimization of the content, so that you appear in the first results of the search engines.
  • Content marketing: Share the content on your social networks and other channels.
  • Email Marketing: Sending personalized emails to customers and potential customers. CTA Email Marketing Templates
  • Forms and landing pages: Creation of specific pages to obtain information from your prospects or target audience.

Why Hubspot?

Few tools allow you to consolidate all efforts in one place, with cross metrics, results tied to visible sales up to date, and are completely focused on the consumer like Hubspot is. The company, the creator of the methodology and the term, has built the software thinking about how to make marketing more personalized and effective, without much effort for the user because it is amicable and intuitive. It also offers particular tools that help to get to know the prospect in-depth, attract him, and lead him to close through an experience that is pleasant for him.

Hubspot Products and Services

Hubspot inbound marketing offers a wide range of products and services, from free tools to complete paid solutions, that allow your company to apply the inbound methodology and improve its online presence.

Some of these products and services include:

  • CRM (Customer Relationship Management): Free platform makes it easier for your company to organize and manage its relationships with customers.
  • Marketing Hub: The paid solution that includes tools for content creation, SEO, content marketing, and email marketing.
  • Sales Hub: Service that includes sales automation tools, call tracking, and CRM integration.
  • Service Hub: Support system that includes customer service tools, ticket management, and knowledge management.

Get attention with Inbound Marketing

The goal of inbound marketing is to get the attention of ideal customers in a non-invasive way, offering them relevant and valuable content that helps them solve their problems or satisfy their needs.

It is essential that you know your buyer personas, in order to create content that is attractive to them and invites them to interact with your brand.

Inbound marketing also includes SEO techniques, content marketing, and email marketing, which allow your company to reach customers through different channels and retain them over time.

Customer service: the key to a satisfied customer

Once the customer decides to buy your product or contract your service, it is essential that your company provides quality customer service. The objective is to guarantee that the customer is satisfied with their purchase, making it easier for you to build long-term relationships that retain all your customers.

Hubspot inbound marketing offers customer support tools that enable your business to efficiently respond to support tickets, manage customer interactions, and provide solutions to customer issues. Ensuring that your customers are satisfied with their purchase and become recommenders and advocates of your brand.

Common Problems HubSpot Inbound Marketing Solves

When it comes to implementing a strategy for growth, HubSpot inbound marketing is an investment that will help you increase brand awareness, preference, and ultimately revenue.

Problem: I need to generate more leads

Inbound marketing is a long-term investment that builds on itself over time. Your results will multiply many times over as you become more adept at creating and curating content that naturally attracts organic leads.

Problem: I need to increase brand awareness

Up to 93% of buying cycles start with an online search. If your business appears at the top of search results or is active on a search engine's social network, you can organically increase your brand awareness. To do that, you need to make sure you have the right content and messaging to appear on these key inbound channels.

Problem: I want to improve my brand preference

By educating, entertaining, and engaging with potential customers before they're even thinking about making a purchase, you build trust and increase the likelihood that they'll choose you when they're ready to buy. Never underestimate the impact of becoming a familiar face.

Problem: I spend a lot on paid advertising and my cost of acquisition is high

At Impulse we see that many companies have become highly dependent on digital advertising. According to Semrush, of the 120 most successful e-commerce in the region, only 9.7% of visits come from paid traffic, versus direct traffic which represents more than 50.4%, search engine (SEO) 25.1%, and referral traffic 12.2%. Although paid traffic is necessary, this should not become your workhorse and the only way to acquire new customers, because, in the medium and long term, the Customer Acquisition Cost (CAC) increases more.

How to apply and implement inbound marketing? Steps

In Inbound Marketing, the more you invest, the greater your return. Creating impactful content is about intelligence and engagement more than budget. You cannot throw money at content and make it effective, you have to put your head and heart into it. But how to start? Steps.

Step 1: Define your buyer persona and Inbound Marketing goals

Identify your HubSpot Buyer Persona or target audience and learn all you can about them. You can't write content to inform your customers until you truly know your audience.

Step 2: Provide content at each stage

Proactively answer the questions your customers are likely to have at each stage of their buying process Why should your audience listen to you? The concept of what we call transformational inbound marketing goes beyond traditional inbound marketing techniques. Unlike traditional inbound, transformational inbound leverages valuable content to attract and retain customers throughout their entire lifecycle. It also places a greater emphasis on personalization and relevance.

Step 3: Choose your delivery platforms

The more valuable content you create to your audience, the more likely you are to win them over as customers. Determine the best way to reach them, be it through Twitter, Linkedin, Facebook, your blog, among others.

Step 4: Create and run your content calendar

It's important to create a schedule that consistently generates new and relevant content to continue to engage your audience. By maintaining a constant stream of content that addresses your customers' questions, issues, and pain points, you'll stay relevant and build your brand as a trusted thought leader.

Step 5: Analyze the results and optimize your inbound marketing program

There are a variety of metrics to choose from when measuring the success of your inbound marketing and sales efforts. Whether you decide to analyze SEO rankings, backlinks, or the number of articles published, these resources will give you valuable insight into how your campaigns are performing. Set aside time for analysis weekly.

HubSpot CRM allows you to manage inbound marketing strategies. Designed to help align sales and marketing teams, drive sales enablement, drive ROI, and optimize your strategy to generate more qualified leads.


Implementing an Inbound Marketing strategy can become a trial and error at first, but once you manage to implement it 100%, you will start to get results and notice how your sales processes are much more effective and organized.


In summary, Hubspot is a key tool for all companies that want to apply effective inbound marketing strategies and improve their online presence.

By combining marketing, sales, and customer service tools, Hubspot inbound marketing offers a comprehensive solution that makes it easy for your business to streamline its buying process and ensure customer satisfaction.

In short, with HubSpot companies acquire a digital marketing engine mounted on a high-performance body. All they need to do is add fuel (content) and you are ready to fuel business growth for your business with inbound marketing.